ik2000
611
Here is an alternate take.....
Apr 30, 2023,21:02 PM
I have never heard of any of these ambassadors, and they will make no difference to whether I buy a timepiece or not (It might actually put me off!).
But I am in my mid 40s now. Advertising of any kind won't work on me. I know what I like.
When I was young, an 'expensive swiss timepiece' was something one aspired to attain, as a sign of success.
To today's youngsters, an 'expensive swiss timepiece' is as offensive as a V8 twin turbo engine. A sign of 'excessive consumption'. Most of their peers wear smartwatches. I don't think it is an exaggeration to see a real decimation in the swiss watch industry. The smart watch has been around for a while, but when you add in the more recent phenomenon of targetted watch crime in western cities, it is getting a harder to keep the aura of a Swiss watch as 'something to aspire to'.
So the watch brands are in a quandry - how can they continue to seem relevant in the eyes of today's late teens/ early 20 somethings? Something they need to do if they want their brands to be successful in the next 100% digital generation.
And this is why I believe we are seeing so many ambassadors, and will continue to do so. It is not for the likes of you and I. I have no idea whether they will be successful or not, but I believe this is their attempt to try and stay as relevant as possible to the next generation.
My 0.02c!
Cheers, Imran